Assessing the Relationship Between Brand Equity Towards the Success of Sports Event Sponsorship: The Case of Local Running Event

Ghani, Wan Soraya Wan Abdul; Ma’amor, Hairunnisa; Ramli, Nurakmal; Rashid, Norhidayah Mohd

doi:10.1166/asl.2018.11015

Cited by 2 publications

(5 citation statements)

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“…In other words, if the managers of these companies support athletics and professional sports, they will lead to increased brand equity of their company. This result of this study was congruent with the findings of past studies by Shank (2014), Buil, de Chernatony, and Martínez (2013), Misener and Doherty (2014), Florian (2017), and Ghani et al (2018) [2,12,23,24,38]. Specifically, Shank (2014) stated that athletes can build up a prompt association with the brand, as they are very famous among the customers [38].…”

Section: Discussionsupporting

confidence: 91%

“…Previous studies have paid more attention to BE role in other entities such as other companies [9] and banks [6], while less attention has been paid to the role and development of BE in ceramic and tile companies. As in previous studies, the impact of sports financial sponsorship on brand equity [1,12], the influence of sports financial sponsorship on employees' perceptions of recommending the company to others and employee retention [13], and the impact of sports sponsorship on word of mouth [14] have been examined.…”

Section: Introductionmentioning

confidence: 99%

“…The Tsordia, Papadimitriou, and Parganas (2018) extended Aaker's model in the sports sponsorship context and highlights the influential role of perceived quality and brand engagement in driving sport team fans to form brand loyalty and purchase sponsor's product [1]. Other studies have also emphasized the effect of sports sponsorship on brand equity [2,12]. In this regard, Ghani et al (2018) conducted a study entitled "The relationship between sports clubs and sponsors" and found a positive significant relationship between event sponsorship in sports and brand equity [12].…”

Section: Introductionmentioning

confidence: 99%

“…Other studies have also emphasized the effect of sports sponsorship on brand equity [2,12]. In this regard, Ghani et al (2018) conducted a study entitled "The relationship between sports clubs and sponsors" and found a positive significant relationship between event sponsorship in sports and brand equity [12]. In another study, Florian (2017) concluded that sports sponsorship has been effective in developing the brand equity of Puma [2].…”

Section: Introductionmentioning

confidence: 99%

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The Impact of Sport Financial Sponsorship on Brand Equity and Performance: Structural Equation Modeling (SEM) Approach

2019

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Background. Sport financial sponsorship can offer sport marketers the opportunities to address new audiences and enhance brand equity and companies' performance. Objectives. The purpose of the current study was to develop a model for the role of sport financial sponsorship on brand equity of Yazd ceramic and tile companies. Methods. The current study was conducted with a survey method. Standard sport financial sponsorship and brand equity questionnaires were used as measurement tools to assess the subjects. Data analysis was conducted both descriptively and inferentially. Results. The results of the data analysis revealed that sport financial sponsorship has a significant positive effect on brand equity, and brand equity, in turn, has a significant positive impact on companies' performance. Conclusion. It seems that due to the nature of the exercise and its effectiveness in promoting the sponsor company, it has a positive influence on developing brand equity of companies. It was found that proper behavior of members of the board of directors of companies towards their brand facilitates this process.

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Section: Discussionsupporting

confidence: 91%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The Impact of Sport Financial Sponsorship on Brand Equity and Performance: Structural Equation Modeling (SEM) Approach

2019

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“…coach, success, star players, logo, colors, history and tradition). Image is certainly becoming a major concern for many clubs, as documented by various authors (Ghani et al , 2018).…”

Section: Theoretical Backgroundmentioning

confidence: 97%

Antecedents of satisfaction and loyalty in different spectator tribes in a football context

Lamberti

Criado

Simon

2021

IJSMS

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PurposeExtending existing research in a football context, this study explores how image and service quality influence spectator tribe satisfaction and loyalty and variations in behaviors depending on age, gender and emotional involvement.Design/methodology/approachSpectators aged 18 years and older who attended Barcelona Football Club home La Liga matches were sampled. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the model, and hybrid multigroup PLS-SEM was used to explore observed heterogeneity.FindingsImage and service quality both influence spectator satisfaction and loyalty. Satisfaction and loyalty are associated differently with three tribes: a nonpassionate tribe characterized by low emotional involvement and younger and older passionate tribes composed of emotionally involved spectators aged <30 and >30 years old, respectively.Research limitations/implicationsThis study’s results contribute to strengthening the suitability of PLS-SEM and multigroup in sport management, in particular for analyzing the behavior of specific groups of football spectators.Originality/valueThe findings of this study underline image and service quality as crucial to football spectator satisfaction and loyalty, with emotional involvement and age defining different consumer tribes as potential targets for marketing purposes.

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Assessing the Relationship Between Brand Equity Towards the Success of Sports Event Sponsorship: The Case of Local Running Event

Cited by 2 publications

References 0 publications

The Impact of Sport Financial Sponsorship on Brand Equity and Performance: Structural Equation Modeling (SEM) Approach

The Impact of Sport Financial Sponsorship on Brand Equity and Performance: Structural Equation Modeling (SEM) Approach

Antecedents of satisfaction and loyalty in different spectator tribes in a football context

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